Amazon CEO Jeff Bezos is banning Apple TV from his e-commerce site — just in time for the holidays.

Critics called it a hardball move, but Amazon insisted in a letter to third-party sellers this week that it wanted to “avoid customer confusion” that would result from selling Apple TVs, as well as Google’s Chromecast streaming-video player.

The problem, according to the Seattle-based Web giant, is that Apple TV and the Chromecast aren’t easily compatible with Amazon’s Prime Video streaming service.